Brown-Forman launches direct distribution in Italy, ends long-standing partnership with Korbel
The spirits giant strengthens its European presence with a new Milan hub while winding down a 60-year distribution partnership.
ITALY – Brown-Forman Corporation, the owner of Jack Daniel’s, has announced the establishment of its own distribution business in Italy, marking a significant expansion of its direct-to-market strategy in Europe.
The new Milan-based headquarters will enable the company to manage its full portfolio directly within the Italian market for the first time.
Italy is one of Brown-Forman’s top five spirits markets in the European Union by volume, according to data from IWSR. The move is designed to strengthen the presence of Brown-Forman’s premium and super-premium brands, including its flagship Jack Daniel’s range.
“The creation of our own distribution business in Italy signifies Brown-Forman’s dedication to unlocking the full potential of the dynamic Italian spirits market,” said Yiannis Pafilis, executive vice president and president of Europe, Africa, and Asia Pacific at Brown-Forman.
“By owning our distribution, we can deepen our collaboration with Italian trade partners and accelerate growth for brands like Diplomático Rum and Gin Mare.”
According to IWSR 2023 data, Jack Daniel’s leads Italy’s whiskey market, while Gin Mare holds the second spot in the super-premium gin segment. Brown-Forman currently leads the premium-plus spirits category in Italy by volume.
Agnieszka Przybylek, general manager of Brown-Forman Italy, said, “We are empowered to tailor our strategies to the unique characteristics of the Italian market, ensuring continued success and growth for our premium-plus portfolio.”
The Italian division will oversee distribution of the company’s broad spirits portfolio, including Jack Daniel’s, Woodford Reserve, Old Forester, Herradura, el Jimador, The Glendronach, Glenglassaugh, Benriach, Diplomático Rum, Chambord, Gin Mare, Fords Gin, Slane Irish Whiskey, and Coopers’ Craft.
In a separate development, Brown-Forman and Korbel Champagne Cellars announced the end of their sales, marketing, and distribution agreement, effective June 30, 2025. This concludes a partnership that began in 1965.
“We deeply value the rich history and collaborative spirit that has characterised our relationship with Korbel and its owner, Gary Heck,” said Lawson Whiting, Brown‑Forman’s President and CEO.
“Going forward, we will each pursue our respective long-term growth objectives.”
Korbel, established in 1882 in California’s Sonoma County, produces méthode champenoise sparkling wines, along with still wines, port, and sherry.
Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates.
